A lot of us have started websites that are either for the sake of our employer or our personal business ventures. Unfortunately, after paying someone for an overpriced website design package and setting up eCommerce and other features, those websites tend to become obsolete because we simply aren’t getting enough attention.

Protect your investment

A website is an investment just like anything else in the world of business, so naturally you’re going to be able to calculate its ROI (return on investment). If your website is simply sucking up money from your business budget and isn’t achieving much else, then perhaps it’s time to either take down the website or actually make use of it so it doesn’t become an expensive drain on your finances.

The first thing you should consider is your audience. There are naturally some businesses and industries that thrive on the internet. Niche services are popular among internet users because they provide products that can’t be simply bought from a local store, and there are of course some online-only services that can’t be provided physically. These types of businesses almost require a website, but does that apply to your business?

It’s common knowledge that a business website can drive sales, but if you’re fairly new to the industry then chances are a website is going to spread your resources too thinly. Once you’ve built up a local reputation in your store or business, you can then decide to expand and tackle the online world. The reverse isn’t necessarily true; you can’t start an online business and then move to a physical store that easily—it’s an entirely different game.

Optimising your website

There are many ways to give your website an extra kick when it comes to improving your return on investment. One of those ways is to analyse your conversion rate.

Conversion rate is a simple concept to understand. It is essentially the percentage of users on your website that ends up doing something meaningful that will benefit your business. If you run an online store, then your conversion rate would refer to the number of visitors that bought an item. If you run a blog, your conversion rate could be the number of people that comment.

For instance, if you receive 50,000 visitors in a single month and you made a total of 500 sales, then that’s a 1% conversion rate. Web hosts typically have stats that show you the number of unique visitors you had and your eCommerce platform will also have a history of sales, making it easy to calculate your own conversion rate. However, it’s never a bad idea to contact a CRO agency to see what professional strategies are available to make your website more attractive to customers.

Keep attracting customers

One of the most straightforward ways of drawing attention is to simply advertise. Where you advertise depends on your intended audience, but platforms such as Twitter and Facebook allow targeted advertising which will only show your advertisements to users who match your audience. This form of targeted promotion increases the conversion rate substantially because your visitors aren’t just regular people—they’re people that already have some interest in your product.

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